1. MANAGEMENT CONSULTANTS
PUBLISHING AND DIRECT MARKETING
DIVISION
641 W Heber Street, Glendora, CA. 91741, (626) 914‐6002,
david.estrello@gmail.com

2. Management Consultants
Publishing and Direct Marketing
Consultants
WE KNOW YOU STRIVE
TO MAXIMIZE YOUR COMPANY’S
POTENTIAL
WE CAN MAKE IT HAPPEN
“EXCELLENCE IS NEVER AN ACCIDENT”

3. ABOUT US
Uptrend International
Publishing and Direct Marketing Division Management Consultants
We are an international management consulting firm of associated
professionals offering services to top management in Publishing,
Direct Marketing and General Management:
Advertising
Direct marketing
Circulation
Editorial content
Operating systems
Crisis and business development management
Mergers, acquisitions, and sale of companies
Corporate, labor, and social security legal advice and tax
planning and litigation in Mexico
“EXCELLENCE IS NEVER AN ACCIDENT”

4. ABOUT US
Uptrend International
Publishing and Direct Marketing Division Management Consultants
We are an international management consulting firm of associated
professionals offering services to top management in Publishing,
Direct Marketing and General Management:
Advertising
Direct marketing
Circulation
Editorial content
Operating systems
Crisis and business development management
Mergers, acquisitions, and sale of companies
Corporate, labor, and social security legal advice and tax
planning and litigation in Mexico
“EXCELLENCE IS NEVER AN ACCIDENT”

5. OUR SERVICES
Management Consultants
Advertisement
Market research (size, competition, participation, etc.).
Penetration or repositioning strategies
Reader profile
Purchasing influence
Rates
Sales administration
“EXCELLENCE IS NEVER AN ACCIDENT”

6. OUR SERVICES
Direct Marketing
Direct Mail:
Data bases: supply, analyses, cleaning.
Promotion: copy, design, printing.
Fulfillment: personalization, processing, mailing.
Internet
Promotion: Web page and campaign design.
Tele-marketing
Outgoing campaigns: data bases, design, operation.
Incoming campaigns: design, operation, media contracting.
“EXCELLENCE IS NEVER AN ACCIDENT”

7. OUR SERVICES
Direct Marketing
Printed media:
Newspapers
Magazines
Design, publishing, media planning & contracting.
Books
Inserts
T.V. - Public, cable, media planning, channel selection, scheduling, etc.
Radio: Programming, scheduling, interviews
“EXCELLENCE IS NEVER AN ACCIDENT”

8. OUR SERVICES
Direct Marketing
ANALYSES:
Promotional channels
Data bases
Financial feasibility
Production feasibility
PROCESS:
Tests
Performance
Evaluation
Strategic decisions
MEDIA USE:
Direct mail
Internet
Tele-marketing
Printed media
Television
Radio
Reps
“EXCELLENCE IS NEVER AN ACCIDENT”

9. OUR SERVICES
Direct Marketing
BASES DE DATOS:
Useful and reliable, guaranteeing the success of
promotional campaigns through the use of proven
formulas and other tools.
Standardized, cleaned, and updated data through the use
of variance catalogues.
“EXCELLENCE IS NEVER AN ACCIDENT”

10. OUR SERVICES
Management Consultants
Circulation
Suscriptions: paid and/or controlled
Newsstand
Market research
Circulation: audited and/or unaudited
Distribution channels
“EXCELLENCE IS NEVER AN ACCIDENT”

11. OUR SERVICES
Management Consultants
Operational systems
File updating and control (orders, payments, etc.).
Billing (Credit policies, cycles, series, etc.).
Controls: statistical and accounting.
Processes: input, process, output.
Selection and implementation of software packages.
“EXCELLENCE IS NEVER AN ACCIDENT”

12. OUR SERVICES
Management Consultants
Editorial Content
Editorial content vs. reader profile
Surveys and focus groups
Content realignment
Sources and collaborators
Editorial board
“EXCELLENCE IS NEVER AN ACCIDENT”

13. OUR SERVICES
Art and Production Management Consultants
Pre-press and production program development
Integration of budgets and proposals for customers
Production of promotional brochures
Search for suppliers and contract negotiations
Cost reduction programs
Graphic design
Press production oversight and supervision
“EXCELLENCE IS NEVER AN ACCIDENT”

14. OUR SERVICES
Management Consultants
Financial Planning
Analysis, development and implementation of budgets,
financial controls and financial projections
Strategic planning
Development of business plans
Cash flow management and financial packaging
Short and long-term investments and risk management
Complete panning and implementation of business start-ups
in Mexico
“EXCELLENCE IS NEVER AN ACCIDENT”

15. OUR SERVICES
Management Consultants
Mergers, acquisitions and sale of companies
Due diligence consulting and execution
Findings, recommendations, and negotiations
Advice on corporate matters dealing with, labor,
finance, logistics, legal, and tax matters
Coaching through the transition process
Complete management of operations in Mexico
“EXCELLENCE IS NEVER AN ACCIDENT”

16. OUR SERVICES
Management Consultants
Human Resources
Executive search
Organizational structure development
Development and implementation of salary
administration, merit evaluation and fringe
benefit plans
Compliance audits with labor and social benefit
laws, assessment and recommendations.
Development and implementation of preventive
measures and procedures to avoid future legal
entanglements with authorities
“EXCELLENCE IS NEVER AN ACCIDENT”

17. OUR SERVICES
Management Consultants
Productivity Improvement
Operational analyses and redesign for optimal data flow
Selection and carrying out of inventory control systems
Design and implementation of production control systems
Development and execution of quality control systems
Selection and placement of project control tools
Development and execution of recommendations
for profit improvement
“EXCELLENCE IS NEVER AN ACCIDENT”

18. OUR SERVICES
Management Consultants
Legal and Tax Issues
Design and implementation of complete legal and tax
programs to launch a new company in the Mexican Republic
Initial assessment, recommendations, and implementation
of legal preventive measures in corporate, labor,
and social security laws (IMSS, INFONAVIT).
Selection of defense mechanisms and case litigation
Assessment of status and resolution of corporate
and individual’s tax issues (ISR, IVA, IETU).
Tax planning, tax return preparation and review,
and tax litigation
“EXCELLENCE IS NEVER AN ACCIDENT”

19. "MAXIMIZING YOUR POTENTIAL"
The above is not an empty promise
Management Consultants
We are aware that the effectiveness of OUR SERVICES
is only as good as the knowledge and expertise of our
experienced consultants.
For this reason, UPTREND International, has assembled a group
of expert consultants in all possible areas dealing with your
company.
Their professional profiles includes an average
of over twenty years in consulting and corporate training.
Academically, they have obtained graduate degrees.
Most have vast experience as CEOs.
Individual résumés' are available upon request. To be brief, a few
are included in this presentation.
“EXCELLENCE IS NEVER AN ACCIDENT”

20. OUR EXPERT CONSULTANTS
DAVID E. ESTRELLO
Management Consultants
David E. Estrello’s professional experience covers over 45 years in public accounting,
management consulting, and general management including managing several companies in
the editorial and publishing business.
From 1986 to date, he manages and operates Uptrend International, a management
consulting firm domiciled in California. Through expert associated consultants, the Firm
provides integral top management professional services in Mexico to both Mexican and United
States companies. The Firm’s newest Publishing & Direct Marketing Division provides skilled
services in: Direct mail, telemarketing, electronic media, and data base management; as well
as in advertising, circulation, editorial, and production activities. Complementing these
services Uptrend International also provides among other activities: Due diligence evaluations
for mergers and acquisitions; strategic planning and business plan development; crisis
management; cash flow planning and financial packaging; legal advice in corporate, labor, and
social security issues; tax planning; and litigation in both legal and tax disputes.
Commencing in mid 2,002 and through March 2007, David E. Estrello incorporated and
operated, marketXL, a B2B sales and marketing services organization, engaged in the
distribution and sale of state of the art medical imagery equipment. During the period of
operations, marketXL represented manufacturers from Asia, Spain, France and the United
States of America.
“EXCELLENCE IS NEVER AN ACCIDENT”

21. OUR EXPERT CONSULTANTS
DAVID E. ESTRELLO
Management Consultants
David E. Estrello from April 2,000 through August 2,002 successfully launched an
advertisement sales program for a new Internet and CD-ROM version of an industrial directory
for Mexico, Guía Nei. The directory was an outgrowth of the famous Thomas Register, the
oldest and most successful industrial directory in the United States.
For a year and a half, through February 2,000, David E. Estrello was Vice President Sales for
Latin America at Cahners Travel Group, a company that publishes hotel and meeting facilities
directories for the Tourism industry Worldwide.
Mr. Estrello’s publishing industry experience includes (1971-1979) as CFO and subsequently
as President for the Latin American operations of Reader’s Digest. In addition, commencing
on December 1, 1993, and for the next four and one half years, he successfully served as
Director General for Grupo Editorial Expansion.
Mr. Estrello practiced management consulting for twelve years both in Los Angeles, CA and
in Mexico City. At the latter, in 1979, he founded a consulting firm, Uptrend, S. C., which
provided services in corporate planning and executive search for seven years prior to his
moving back to Las Angeles, CA. At Los Angeles, he acted as Executive Director of a Minority
Business Development Center, a management consulting unit operated for the U. S.
Department of Commerce performing management consulting for Minority owned companies
“EXCELLENCE IS NEVER AN ACCIDENT”

22. OUR EXPERT CONSULTANTS
DAVID E. ESTRELLO
Management Consultants
David E Estrello’s experience includes thirteen years in public accounting in the United
States and Mexico where he worked, as audit manager, for the Los Angeles, CA and the
Mexico City offices of Deloitte, Haskins & Sells (currently, Deloitte & Touche). He also acted as
principal in Los Angeles, CA for the CPA firm of R. J. Miranda and Company where he founded
the Firm’s Los Angeles office. Under his direction the Firm was awarded the financial audit of
the City of Los Angeles for a period of several years. He was responsible for the conduct of
that engagement, and for the audits of other important clients acquired during his tenure.
Previously in Mexico, he also served as Corporate Assistant Controller at Syntex
Corporation. Later, he became CFO for Ideal Standard and subsequently, as previously
mentioned, filled the same position at Reader’s Digest Mexico prior to becoming its President
for Latin America.
He is a former president of the Pacific Chapter of the U. S.- Mexico Chamber of Commerce.
Mr. Estrello’s academic and professional degrees and certifications include a license to
practice as a State of California, Certified Public Accountant, Certificate No. 9799E, October
13, 1962, and a Bachelor of Science degree from the School of Business Administration, with a
major in Accounting, at the University of California at Los Angeles, January of 1958.
He is fully bilingual (English-Spanish) and Bicultural (U.S. – Mexico) and has dual citizenship
(US - Mexico).
“EXCELLENCE IS NEVER AN ACCIDENT”

23. OUR EXPERT CONSULTANTS
C. JESÚS NÁJERA
Management Consultants
Without a doubt, Jesús Nájera M. is the individual with the greatest experience and
expertise in magazine publishing in Mexico in the areas of Circulation (subscriptions and
newsstand) and in the selection, implementation, operation, and management of related
operational systems and in managing and control of correlated data. His expertise has been
acquired through 25 years of uninterrupted fruitful management positions in well known
magazine publishers such as Reader’s Digest México, Grupo Editorial Expansión, Time-Life
México, Editorial Televisa, Ideas & Capital and Condé Nast de México.
Jesús Nájera’s experience acquired at Reader’s Digest Mexico ranges from improving the
net paid circulation of the Selecciones del Reader’s Digest magazine from 450,000 to 665,000
copies per month to the successful conversion of 6,000,000 registers from existing systems
to a more integrated and sophisticated customer system which included service operation,
customer satisfaction, and promotion activity features.
Additional accomplishments include: the development of the features for a new operations’
system and the reduction of the time required for order fulfillment from six days to seventeen
hours at Time-Life México. As Marketing Director for Grupo Editorial Expansión his
accomplishments included the substantial increase in circulation of the Expansión magazine,
the selection and implementation of a new system for the control of subscribers, and his very
successful participation in the launching of two new magazines: the controlled circulation
Manufactura and the paid circulation Quién
“EXCELLENCE IS NEVER AN ACCIDENT”

24. OUR EXPERT CONSULTANTS
C. JESÚS NÁJERA
Management Consultants
During his term at Editorial Televisa, Jesús Nájera was responsible for the development
and implementation of a new subscriptions’ system in Mexico, which included the basic
features as well as some complementary units to handle more sophisticated operations
and controls. He was also responsible for the development and implementation of a similar
customer-subscriber system at Condé Nast de México where he additionally carried out
the training of the personnel involved in the subsequent operation of the system.
As general manager for Ideas & Capital, as general manager, he was responsible of all
start up activities necessary to commence operations for which he then became accountable.
He selected and implemented a subscriber system which included operations, controls and
promotional activities. This system, in a more sophisticated version, later became the one
installed at Condé Nast. Mr. Nájera was also responsible for launching in Mexico the
Spanish version of the following magazines: Newsweek en Español, Glamour México,
Discover en Español, and the re-launching of Vogue.
“EXCELLENCE IS NEVER AN ACCIDENT”

25. OUR EXPERT CONSULTANTS
ENRIQUE CHAO
Management Consultants
For over thirty five years Enrique Chao, has earned the respect of peers, readers, and
publishers; initially as editor, and subsequently as editor-in- chief of prestigious magazine
publishers such as: Grupo Editorial Expansión – the most respected and best known
publisher of business magazines in Mexico – where he worked and flourished for 26 years.
As Editor-In-chief of Grupo Editorial Expansión he was responsible for the editorial
content, the edition, and design of all of the Group’s magazines and publications which
included the flagship magazine Expansión as well as Obras, El Comerciante Moderno,
Manufactura, Información Dinámica de Consulta (IDC), the bulletin: Análisis
Económico/Business Trends, subsequently entitled Tendencias Económicas y
Financieras; the annual publications: Anuario de la Economía Mexicana and the Annual
Organizer for Executives, as well as the collectible publication of Harvard Business Review
as well as the one for the American Marketing Association.
More recently, Enrique Chao became an active member of several business and
industrial magazines’ editorial boards. These include: Ambiente Plástico, Gobierno
Corporativo, Diálogo Ejecutivo, Bayvet and others such as Quirón, published by the
Polytechnic University of Pachuca, published by Medios y Enteros, his own editorial
company which he currently operates.
“EXCELLENCE IS NEVER AN ACCIDENT”

26. OUR EXPERT CONSULTANTS
ENRIQUE CHAO
Management Consultants
Approximately five years ago he founded the biweekly tabloid publication Anteproyecto,
an insert included in the daily newspaper Milenio, which included news and commentary
dealing with the construction industry. At the same time, he was also a columnist for
Contrucción y Tecnología, the official gazette for Instituto Mexicano del Cemento y del
Concreto (IMCYC), Simultaneously, he redesigned the editorial content of the magazine
Onexpo by incorporating subjects such as: economics, energy, finance, and general
culture articles aimed at increasing the general background of gas station owners.
Additionally, Enrique Chao has participated in the launching of numerous books and
magazines, such as Impulso for Confederación de Cámaras Industriales (CONCAMIN) –
Confederation of Industrial Chambers. Previously. In 1998 with a partner, he launched
Tecnología Empresarial and participated in the redesign of the publication Computación
Planta Industrial.
More recently, he developed the editorial content and design of two books: 80 Años de la
Publicidad en México and 50 Años de la Computación en México, the latter endorsed by
the Universidad Nacional de México.
“EXCELLENCE IS NEVER AN ACCIDENT”

27. Contact us
Uptrend International
Management Consultants
David E. Estrello
Managing Partner
California: 641 W Heber Street, Glendora, CA. 91741,
Telephone: (626) 914-6002, Mobile in México: 044 55 2900-1780
Email: david.estrello@gmail.com
davidestrello@prodigy.net.mx
For more effective telephone contact, please use the Mexico City
numbers shown below
México, City, Through our affiliated company:
marketXL, S A de C V
David E. Estrello Director General
San Borja 504-303, Colonia del Valle, México, D.F., CP 03100
Teléfonos: 011 52 55 5559-4051, 55 5559-0914
“EXCELLENCE IS NEVER AN ACCIDENT”